Brand Tracker

Welcome to the automated Brand Tracker diaries.

Saudi Arabia

LIONS, in partnership with Saudi Arabia’s Ministry of Media, launches LIONS Riyadh – Campaign Middle East

Brand: LIONS

Campaign: LIONS Riyadh

Source: https://campaignme.com/lions-in-partnership-with-saudi-arabias-ministry-of-media-launches-lions-riyadh/

Goal: To support the local creative and marketing community and promote talent and creativity in Saudi Arabia.

Claim: LIONS Riyadh embodies the progress in our creative industries.

Media: Event, Keynotes, Learning programmes, Networking opportunities

Summary: LIONS has announced the launch of LIONS Riyadh, a new regional event in collaboration with Saudi Arabia's Ministry of Media, aimed at providing access to global marketing benchmarks and opportunities for local talent. The festival will take place from December 6 to 8, 2027, and aims to foster creativity and storytelling within the Kingdom's marketing industry, while contributing to the economic diversification and growth of local enterprises.

Italy

Gianluca Tedoldi joins 2Watch Group as head of strategic development

Brand: Poltronsofà

Campaign: null

Source: https://brand-news.it/player/agenzie/gianluca-tedoldi-entra-in-2watch-group-con-il-ruolo-di-head-of-strategic-development/

Goal: To integrate strategy and creativity in communication projects

Summary: Gianluca Tedoldi joins 2Watch Group as head of strategic development after previously working as Managing Director at BCube. He aims to lead strategic development and coordinate integrated proposals, citing the Poltronsofà campaign as a key example of their direction. This transition coincides with 2Watch's reorganization into three complementary units and a revenue increase in the first half of the year.

creative industry integrated communication strategic development

Mexico

Jairo Lezaca: ‘The Mexican Creative Industry in 2025 Had One of the Best Creative Years in History’

Brand: Volaris, Ikea

Campaign: W1ng Cod3s, Dooble Deal reviews, Skywaves

Source: https://www.adlatina.com/publicidad/jairo-lezaca-la-industria-creativa-mexicana-en-2025-tuvo-uno-de-los-mejores-aos-creativos-de-toda-la-historia

Goal: To generate desire and increase sales through innovative marketing strategies

Media: traditional media, public spaces, airports

Summary: Jairo Lezaca, co-managing partner and CCO of Havas Hoy México, highlighted the success of Mexican agencies in 2025, emphasizing innovative campaigns like W1ng Cod3s for Volaris and Dooble Deal reviews for Ikea. These campaigns aimed to transform low seasons into peak sales periods and effectively integrate products into consumer reviews without offering discounts. Lezaca acknowledged the creative growth in the Mexican advertising industry and the importance of AI in enhancing marketing efforts.

Advertising Campaigns creative industry sales growth